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Monda
Monda is a storytelling-driven restaurant and lounge located at Maria 01, the largest startup campus in the Nordics, in Helsinki, Finland. It acts as a central meeting place for the Finnish startup ecosystem, serving as a hub for founders, investors, and startup-friendly corporations.
The Challenge
Monda, a unique restaurant concept born from a partnership between Fygë (a well-established B2B catering service) and Maria 01 (startup campus), faced several challenges as they prepared to launch:
Unique service model
With a focus on lunch buffet, limited breakfast and after-work offerings, and no dinner service, Monda needed to educate customers about their specific offerings and hours.
Evolving offerings
As Monda introduced new services like breakfast and after-work drinks slowly after opening, they needed an evolving content strategy that could adapt and promote these additions effectively.
Balancing two audiences
Serving both the Maria 01 startup community and the general public, Monda had to ensure their promotions spoke to the needs and interests of both customer groups.
Standing out in a crowded market
In Helsinki's competitive food scene, Monda needed a distinctive brand voice and content approach to cut through the noise and attract attention.
Meridian’s Approach
Meridian developed a dynamic, story-driven social media strategy that not only launched Monda successfully, but also adapted to promote their evolving offerings.
Episodic storytelling
To build anticipation and create a unique brand identity, we created a “The Office” video series that documented Monda's journey from construction to menu development, team hiring, opening day. This approach differentiated Monda from typical restaurant content and created a strong narrative hook for audiences to follow.
Strategic promotion
As Monda's offerings evolved, we adapted our content strategy to spotlight each service. We featured daily lunch specials, launched breakfast promotion, showcased after-work drinks for networking events, and highlighted the convenience of snacks and takeaway options.
Dual-audience engagement
To resonate with both the Maria 01 startup community and Helsinki foodies, we created a mix of startup-related content and general food content. We actively engaged with both audiences to foster a sense of community and collaborated with influencers from both the tech and food scenes.
Real-Time Adaptation
We closely monitored content performance, audience feedback, and business needs to continually optimize Monda's social media approach and align content with evolving priorities.
Meridian’s Results
Meridian’s Results
Through creative storytelling, strategic promotion, and an identifiable brand identity, we established Monda as a go-to dining destination for both the Maria 01 community and Helsinki foodies.
Strong launch performance
Monda saw steady foot traffic and sales from day one.
Engaged dual audience
Monda's content saw high engagement from both tech and food audiences, with active conversation and sharing.
Distinctive brand identity
Despite the complexities of its partnership model and evolving offerings, Monda established a clear, unique, and memorable brand identity.
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Our team’s all ears (and ideas).
If you have a company or project you'd like to get some marketing help for, we've got you covered.Let us know who you are and what your context is — we'll get back to you within 48 hours.
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